Head of DTC Operations

📋 Description

• **About the Role**

• As the Director of DTC Growth, you will serve as the General Manager for Shopify and TikTok Shop, taking full ownership of the P&L, strategy, and results.

• Your Core Focus

• - Expand the revenue of Shopify and TikTok Shop to exceed $20M within 18 months

• - Achieve a net margin of ≥15% on Shopify and ≥5% on TikTok Shop

• - Maintain a Meta ROAS of ≥ 2.0 and TikTok Shop ROAS of ≥ 3.5

• - Introduce a new high-converting bundle-based funnel each month

• - Ensure email and SMS marketing contribute to at least 25% of Shopify revenue

• - Release the CEO from daily ecommerce tasks by managing strategy, systems, team, and outcomes **

• You are not here to manage tasks; you are here to design a scalable growth engine.**

• **Traffic and Acquisition**

• - Experiment with over 100 ad creatives weekly on Meta and TikTok

• - Optimize paid traffic to meet stringent ROAS targets

• - Collaborate with affiliate and UGC teams to amplify successful creative

• - Stay updated on platform trends, formats, and policy changes

• - Align launches with Amazon for synergistic effects

• **Offers, Funnels, and CRO**

• - Introduce a new educationally-oriented bundle-based funnel each month

• - Optimize CVR, AOV, CAC, LTV, upselling, and overall funnel economics on a weekly basis

• - Oversee homepage, product pages, and collection merchandising

• - Revamp and relaunch underperforming funnels with fresh hooks and offers

• - Drive seasonal promotions such as Back-to-School and Holiday campaigns

• - Establish and maintain funnel SOPs and testing roadmaps

• **Customer Nurture and LTV**

• - Lead lifecycle marketing initiatives via Klaviyo and Postscript

• - Enhance welcome, cart abandonment, post-purchase, and win-back flows

• - Create ascension pathways from posters to workbooks to busy books

• - Formulate a blog and SEO strategy to attract organic, education-based traffic

• **Performance and Forecasting**

• - Review weekly P&Ls for both Shopify and TikTok Shop

• - Analyze AOV, CVR, CAC, LTV, ROAS, GP to CAC, and lifecycle revenue share

• - Produce weekly scorecards and monthly strategic growth initiatives

• - Project performance and pinpoint scaling opportunities

• **Team Leadership**

• - Guide and mentor a cross-functional ecommerce team of 6+ members

• - Set clear ownership and establish weekly operational rhythms

• - Recruit and nurture talent as funnel velocity increases

• - Manage freelancers and specialized contractors

• - Exemplify Extreme Ownership, Relentless Innovation, and Integrity Above All

• How Success Is Measured

• - Achieving $20M+ in DTC revenue within 18 months

• - Consistently meeting margin and ROAS targets

• - Launching one profitable funnel each month

• - Ensuring email and SMS contribute at least 25% of Shopify revenue

• - Creating documented systems that can scale independently of the founder

• - Building a high-performing team that functions effectively without burnout

⛳️ Requirements

• **Who You Are**

• You approach challenges like a General Manager, not merely as a marketer.

• You thrive on ownership, possess a passion for numbers, appreciate creativity, and develop systems that drive inevitable growth.

• You resonate deeply with our core values:

• - Extreme Ownership. You tackle problems and close the loop without excuses.

• - Relentless Innovation. You test boldly, learn rapidly, and iterate continuously.

• - Integrity Above All. You report metrics accurately and communicate truthfully, even when it is challenging.

• Experience That Sets You Apart

• - 5 to 10+ years in DTC ecommerce, particularly with Shopify and paid social

• - Proven success in scaling ecommerce brands beyond $20M

• - Experience managing revenue and profitability objectives

• - In-depth knowledge of Meta and TikTok Ads

• - Practical experience with Klaviyo, Postscript, and Shopify CMS

• - Strong foundation in bundles, upselling, and LTV optimization

• - Proficient in crafting and reviewing high-converting landing pages

• - Comfortable leading a fully remote team with established weekly cadences

• You are both analytical and creative, strategic and operational, visionary and accountable.

• You are dedicated to building something enduring.

🏝️ Benefits

• **Why You’ll Love Working Here**

• - You will have genuine ownership, trust, and a significant impact.

• - Hadley Designs operates as a remote-first company centered on autonomy, creativity, and accountability.

• - You will collaborate closely with leadership, including the CEO, while having full authority over your channels and decisions.

• - Access to ongoing education, training, and tools to enhance your knowledge and strategies in the DTC sector.

• - You will be part of an A+ team that values excellence, growth, and integrity.

• - You will contribute to building something meaningful; our products aim to help families slow down, connect, and rediscover the joy of learning together.

• - You will play a role in shaping a vision for the next decade to establish the most trusted children’s brand globally.

• - Gain access to Josh Hadley’s extensive network through his podcast, Ecomm Breakthrough.